You can imagine how thrilled I was when a member of my creative posse came up with the phrase Be a Screen Saver for the Hiway Theatre. The situation for the Hiway, like other non-profit movie houses was dire in that, within months, movies would longer be made using film. They would only be made digitally, meaning that they would need to be shown digitally. No digital projector, no movies, no Hiway.
Not only was our campaign slogan a call to action, but it appealed to the hero in each of us. And when you donated and became a Screen Saver, you could proclaim it for the world to see. It was the early days of social media and reflected the local connections of the Hiway.
We had good FAQs, good signage, good slide show, good board members making pitches, a strong mailing and email blasts. Gotta give kudos to graphic designer Amy Pollack of TwistNShout — it is always fun working with her!